Company: Zuna Motors: “Target Practice” Topics to consider: Segmentation, Market Research Case: The North American branch of our international car company researched and developed a specific car model targeted at the U.S. youth market. We haven't had any perceived value or sales with this demographic and after significant research efforts, including various rounds of prototyping and focus grouping, we designed a car for this segment and poured all of our marketing dollars into it. One year after the launch, almost none of the sales have been within the generation Y we targeted, but has been relatively popular with the baby boomer generation. Strategy Issues:
• What is the best strategic direction to take?
• Re-orient the marketing plan to attract more consumers within the demographic that the product is proven to be successful?
• Re-orient the marketing plan to better reach the original target market?
• Develop a new product that will better reach the original target market?